Ajax has finalized a sponsorship deal and media partnership with the Chinese company Le Sports. Le Sports is part of the large Leshi Internet Information & Technology (abbreviated to Le TV) and is the largest online video company in China. Le TV distributes unique content to its clients via internet.
The partnership between Ajax and Le Sports will be effective until June 2018. In addition to financial investment in Ajax, the partnership will ensure more visibility for the club in China.
Le Sports customers will have access to Ajax content per November 1, and the company has the right to officially associate itself with Ajax in China. Le Sports will only be visible as an Ajax partner in China. Joint promotions will be worked on in the future.
Four big Chinese partners
Director Edwin van der Sar is pleased with the partnership. “China is a very interesting market for Ajax. Le Sports is one of the most influential internet companies and has a rich experience with sports. The visibility that Ajax will receive thanks to this partnership with Le Sports is relevant for the club as well as for partners like adidas. Ajax believes that this partnership will allow it to better reach the Ajax fans in China, and achieve extra promotional opportunities for Chinese partners. With Sengled, CST, Huawei and Le Sports, we now have four big Chinese sponsors.
Lei Zhenjian, CEO of Le Sports, discusses the partnership: “Ajax is a football club with a rich history and has a very special reputation with its youth academy. As one of the leaders in the Chinese sports industry, Le Sports has its eyes set on the lasting development of Chinese football. Hopefully the partnership will contribute to this.”
The partnership also means that Le Sports and Ajax TV will jointly distribute videos: game highlights, trainings, historic moments, Top 10 goals and exclusive interviews with players and coaches will go online in the next few months. In addition to that, Le Sports will travel to Amsterdam several times with its own film crew to produce programs about Ajax.